SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with Courtney Canale, associate director of digital experience, about how to ensure digital platforms deliver on a brand’s promise.
The role of B2B CMOs is rapidly changing as marketers increasingly gain influence and directly drive sales. Kimberly Whitler of Forbes interviews Margaret Molloy, Global CMO and Head of Business Development, about the increasing influence of B2B Marketers and the changing landscape for B2B.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with Lisa Kane, senior strategy director, about healthcare branding, the significance of a great patient experience and where healthcare providers should focus.
In this SMPL Q&A we speak with Britt Bulla, senior director, strategy and Leesa Wytock, director, digital experience, about our engagement with Mizuho Americas.
Philip Davies, president, EMEA opines on how language in branding is not a passive component, but rather, one of the modes by which brands come alive.
In this episode of Brand Matters, strategist Preanka Hai discusses the rise in “consumerization” in contemporary B2B businesses and identifies the steps they can take to embrace this not as a trend, but as a customer experience innovation.
In a world where services are commoditized at an increasingly rapid rate and sustainable differentiation is all but impossible, brands are finding that creating “usefulness” for customers is their greatest differentiator.
Or: why British brands shouldn’t fear the coming referendum — whatever the result. Geraint Jones, business development director in the UK, opines on VW, Malaysia Airlines, Brexit and why purpose-informed brand communication is more necessary than ever.
In this special edition of Brand Matters, we’ve collected a number of perspectives from our office in Shanghai on strategic branding in China today.
In this episode of Brand Matters, we travel to our office in Shanghai to talk with Jolin Guan, associate strategy director, about the five common mistakes global brands can make when entering the Chinese market, and how global brands can navigate the space.